Marketing concept and marketing segmentation assignment

Hagen-Dads quite readily imitated them and are now available in select petrol pumps and supermarkets. Threat of new entrants – Weak Though there are a significant number of competitors in the market, the largest firms still have such large market shares that they are somewhat “ insulated” against since a firm that already competes in the premium or standard ice cream market old easily convert to the super-premium market (though not with guaranteed success). There is not a significant threat for a new firm to enter the market and establish itself as a rival to the main competitors though brands like Unchain, Quality and London Dairy have been introducing ice creams to attract this market.

Substitute Products – Weak This is not a significant force, even though there are a number of substitute products for this market. Because this is the super-premium ice cream and yogurt market, and the products have prices that reflect this super-premium standard, the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of quality . One of the driving forces in this industry is the ability to produce a range of flavors, and to keep introducing new ones. Many sales could be attributed to the buyer attempting to satisfy a craving for some unconventional flavor of ice cream.